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TOASTIE 刀
案例简介：描述活动/条目 挑战: 到 2012年，伟大的英国早餐已经变得面目全非 -- 理解这一变化对沃伯顿至关重要, 英国排名第一的面包店品牌和家族企业，长期致力于满足家庭需求; 作为全国公关活动的一部分，挑战是将沃伯顿与早餐联系起来。 目标: 展示对现代英国家庭需求的理解，并将品牌与早餐联系起来。 策略: 委托独立研究来了解伟大的英国早餐场合，并确定公关机会，将沃伯顿定位为具有前瞻性思维的早餐品牌。 执行结果: 该报告涵盖了早餐的所有方面 -- 媒体消费、首选食品、区域差异以及消费者在早餐方面面临的挑战。一个关键的发现是，英国人发现直接从冰箱里把冷黄油涂在烤面包上是他们早餐最大的挫折之一。 作为英国头号销售面包的面包师，沃伯顿觉得有必要通过制造沃伯顿 Toastie 刀来帮助解决这一挫折，这是一种一次性品牌的加热黄油刀原型, 电池供电元件在 48 ℃ 下工作，这是软化黄油的最佳温度 -- 并通过传统和社交媒体发布,支持信息图、 YouTube 视频和 “# toastieknife” 标签。 结果是: 国家通过全国印刷、在线和广播报道、深入的在线和社交媒体对话以及全球兴趣来谈论与早餐相关的沃伯顿。 沃伯顿高级品牌经理: “Toastie Knife 实现了公关圣杯: 让人们在一般对话中谈论我们的品牌和产品。" 描述客户的简报 需要真正的消费者洞察力来开展一场运动，让消费者产生共鸣，产生口碑，在全国范围内 “拥有” 早餐活动，特别是针对两个目标受众群体: 1。“面包店 bunch”: 35-44 岁的大众市场妈妈们 (社交媒体是他们生活中的一个关键因素) 2。“有益健康的心灵”: 45 岁以上的空巢老人 结果 结果: 所有英国媒体都有 88 个品牌新闻/专题项目 (100% 正面); 估计 10,000 的推特影响力，31,000 的 Facebook 影响力，估计 20,000 的 Google + 影响力; 七天内 100,000 + YouTube 浏览量: www.youtube.com/watch？v=9E_DDsZ8bEM Campaign = 8:1 ROI (187m reach)。 随后的独立研究: 59% 的受访者更同意沃伯顿 “是一个创新品牌”，57% 的受访者更同意沃伯顿 “响应客户需求”。 Madridfusion 国际美食峰会组织者联系了沃伯顿，宣布它获得了 “设计和技术创新” 奖。 沃伯顿高级品牌经理: “Toastie Knife 实现了公关圣杯: 让人们在一般对话中谈论我们的品牌和产品。" 《营销》杂志公布了活动期间的 iprope 参与指数 (消费者在 Facebook 上与品牌互动的程度): 沃伯顿得分 9.1%, 这表明前一周大约有十分之一的人积极回应 -- 这使得沃伯顿成为英国 Facebook 用户中排名第三的品牌。 沃伯顿正在考虑把 Toastie 刀推向市场。 执行 2012年3月对 2,753 名成年人进行了独立研究，并与坎塔、尼尔森和他的见解进行了整理!数据。这项研究随后被用于创建沃伯顿大英国早餐报告，一份八页的硬拷贝报告。 最大的想法是: Warburtons Toastie 刀 -- 世界上第一把加热的黄油刀，带有电池供电元件。这个名字本身是为了提供产品协会，因为 “toastie loaf” 是英国销售面包的第一名。 选择了一家专业机构来制作品牌原型，同时创建了支持媒体宣传材料，包括新闻稿、生活方式摄影、信息图, # toastieknife 的标签和 90 秒的 “如何传播完美的烤面包” 视频。 这个带有辅助抵押品的新闻故事被卖给了国家印刷、广播和在线媒体，而视频被放在 YouTube 上，并通过沃伯顿的 Facebook 和推特账户宣布, 来引起社交媒体的轰动。 形势 沃伯顿是第五代家庭面包师，既是英国最大的面包店品牌，也是仅次于可口可乐的第二大食品杂货品牌。 为了帮助宣传面包店和沃伯顿是早餐的首选，该活动需要将沃伯顿与早餐联系起来，并在做出早餐购买决策时将其放在消费者的最前沿。 战略 为了确定一个有助于将沃伯顿与早餐联系起来的战术想法，首先通过研究确定早餐场合的消费者需求是至关重要的 -- 然后找到解决问题的方法, 有一个策略，将在传统的工作 (印刷，广泛演员和在线) 和社交媒体。所有的同时产生真正的 talkability。 这项活动最终需要将研究和洞察力与一个有趣的想法结合起来，这个想法可以提供巨大的媒体吸引力 -- 因为沃伯顿是一家有着 135 多年历史的公司, 它还需要 “前瞻性思考” 和创新，确保品牌与现代早餐体验相关联。
TOASTIE 刀
案例简介：Describe the campaign/entry Challenge: by 2012, the Great British Breakfast had changed beyond recognition - and understanding this change was vital to Warburtons, the UK’s #1 Bakery brand and a family owned business with long-standing commitment to meeting families’ needs; the challenge was to associate Warburtons with Breakfast, as part of a nationwide PR campaign. Objectives: demonstrate understanding of the needs of the modern British family and associate the brand with Breakfast. Strategy: commission independent research to understand the Great British Breakfast occasion - and identify PR opportunities to position Warburtons as a forward thinking breakfast brand. Execution to outcome: the report covered all aspects of breakfast - media consumption, preferred foods, regional nuances and challenges consumers face in relation to breakfast. One key finding was that Brits find spreading cold butter straight from the fridge onto toast one of their biggest breakfast frustrations. And as baker of the UK’s number one selling loaf, 'Toastie', Warburtons felt compelled to help solve this frustration by creating Warburtons Toastie Knife, a one-off branded prototype butter knife with heated, battery-powered element operating at 48ºC, the optimum temperature to soften butter - and launched it via traditional and social media, with supporting infographic, YouTube video and ‘#toastieknife’ hashtag. The result: the nation talking about Warburtons in relation to breakfast, through national print, online and broadcast coverage, in-depth online and social media conversation, and global interest. Warburtons senior brand manager: "Toastie Knife achieved the PR Holy Grail: getting people talking about our brand and products in general conversation." Describe the brief from the client Real consumer insight was required to develop a campaign that would resonate with consumers, generate word of mouth, ‘own’ the breakfast occasion on a national scale, targeting in particular two target audience groups: 1. ‘Bakery Bunch’: mass market mums aged 35-44 (social media is a key element in their lives) 2. ‘Wholesome Hearties’: empty nesters aged 45+ Results Results: 88 x branded news/feature items (100% positive) across all UK media; estimated 10,000 Twitter reach, 31,000 Facebook reach, estimated 20,000 Google+ reach; 100,000+ YouTube Views in seven days: www.youtube.com/watch?v=9E_DDsZ8bEM Campaign = 8:1 ROI (187m reach). Subsequent independent research: 59% of respondents agreed more that Warburtons "is an innovative brand", 57% agreed more that Warburtons "responds to customers' needs". Warburtons contacted by Madridfusion International Gastronomy summit organisers to announce it had won ‘design and technical innovation’ award. Warburtons senior brand manager: "Toastie Knife achieved the PR Holy Grail: getting people talking about our brand and products in general conversation." Marketing magazine published its iProspect Engagement Index (how much consumers interact with brands on Facebook) for the activity period: Warburtons scored 9.1%, indicating around one in 10 actively responded in previous week - making Warburtons THIRD most engaged-with brand among UK Facebook users. Warburtons is considering taking Toastie Knife to market. Execution Independent research of 2,753 adults was conducted in March 2012, which was collated with insight from Kantar, Nielson and Him! data. This research was then used to create The Warburtons Great British Breakfast Report, an eight-page hardcopy report. The big idea: Warburtons Toastie Knife - the world’s first heated butter knife, with battery-operated element. The name itself was picked to provide product association, as ‘Toastie Loaf’ is the UK’s number one selling bread. A specialist agency was selected to produce a branded prototype, while supporting media collateral was created including press release, lifestyle photography, infographic, ‘#toastieknife’ hashtag and 90-second ‘How to spread the perfect slice of toast’ video. The news story, with supporting collateral, was sold into national print, broadcast and online media - while the video was placed on YouTube and announced via Warburtons Facebook and Twitter accounts, to generate social media buzz. The Situation Warburtons is a fifth-generation family baker, and both the UK’s largest bakery brand and second biggest grocery brand, after Coca-Cola. To help promote Bakery - and Warburtons - as first choice at breakfast, the campaign needed to associate Warburtons with breakfast AND place it at the forefront of consumers’ minds when making breakfast purchasing decisions. The Strategy To identify a tactical idea to help associate Warburtons with breakfast, it was vital to first identify a consumer need within the breakfast occasion via research - and then create a solution to the problem, with a tactic that would work in both traditional (print, broadcast and online) and social media. And all the while generate real talkability. The activity ultimately needed to combine research and insight with a fun idea which could provide great media appeal - and as Warburtons is a company steeped in over 135 years of history, it also needed to be ‘forward thinking’ and innovative, ensuring the brand was associated with the modern breakfast experience.
TOASTIE KNIFE
案例简介：描述活动/条目 挑战: 到 2012年，伟大的英国早餐已经变得面目全非 -- 理解这一变化对沃伯顿至关重要, 英国排名第一的面包店品牌和家族企业，长期致力于满足家庭需求; 作为全国公关活动的一部分，挑战是将沃伯顿与早餐联系起来。 目标: 展示对现代英国家庭需求的理解，并将品牌与早餐联系起来。 策略: 委托独立研究来了解伟大的英国早餐场合，并确定公关机会，将沃伯顿定位为具有前瞻性思维的早餐品牌。 执行结果: 该报告涵盖了早餐的所有方面 -- 媒体消费、首选食品、区域差异以及消费者在早餐方面面临的挑战。一个关键的发现是，英国人发现直接从冰箱里把冷黄油涂在烤面包上是他们早餐最大的挫折之一。 作为英国头号销售面包的面包师，沃伯顿觉得有必要通过制造沃伯顿 Toastie 刀来帮助解决这一挫折，这是一种一次性品牌的加热黄油刀原型, 电池供电元件在 48 ℃ 下工作，这是软化黄油的最佳温度 -- 并通过传统和社交媒体发布,支持信息图、 YouTube 视频和 “# toastieknife” 标签。 结果是: 国家通过全国印刷、在线和广播报道、深入的在线和社交媒体对话以及全球兴趣来谈论与早餐相关的沃伯顿。 沃伯顿高级品牌经理: “Toastie Knife 实现了公关圣杯: 让人们在一般对话中谈论我们的品牌和产品。" 描述客户的简报 需要真正的消费者洞察力来开展一场运动，让消费者产生共鸣，产生口碑，在全国范围内 “拥有” 早餐活动，特别是针对两个目标受众群体: 1。“面包店 bunch”: 35-44 岁的大众市场妈妈们 (社交媒体是他们生活中的一个关键因素) 2。“有益健康的心灵”: 45 岁以上的空巢老人 结果 结果: 所有英国媒体都有 88 个品牌新闻/专题项目 (100% 正面); 估计 10,000 的推特影响力，31,000 的 Facebook 影响力，估计 20,000 的 Google + 影响力; 七天内 100,000 + YouTube 浏览量: www.youtube.com/watch？v=9E_DDsZ8bEM Campaign = 8:1 ROI (187m reach)。 随后的独立研究: 59% 的受访者更同意沃伯顿 “是一个创新品牌”，57% 的受访者更同意沃伯顿 “响应客户需求”。 Madridfusion 国际美食峰会组织者联系了沃伯顿，宣布它获得了 “设计和技术创新” 奖。 沃伯顿高级品牌经理: “Toastie Knife 实现了公关圣杯: 让人们在一般对话中谈论我们的品牌和产品。" 《营销》杂志公布了活动期间的 iprope 参与指数 (消费者在 Facebook 上与品牌互动的程度): 沃伯顿得分 9.1%, 这表明前一周大约有十分之一的人积极回应 -- 这使得沃伯顿成为英国 Facebook 用户中排名第三的品牌。 沃伯顿正在考虑把 Toastie 刀推向市场。 执行 2012年3月对 2,753 名成年人进行了独立研究，并与坎塔、尼尔森和他的见解进行了整理!数据。这项研究随后被用于创建沃伯顿大英国早餐报告，一份八页的硬拷贝报告。 最大的想法是: Warburtons Toastie 刀 -- 世界上第一把加热的黄油刀，带有电池供电元件。这个名字本身是为了提供产品协会，因为 “toastie loaf” 是英国销售面包的第一名。 选择了一家专业机构来制作品牌原型，同时创建了支持媒体宣传材料，包括新闻稿、生活方式摄影、信息图, # toastieknife 的标签和 90 秒的 “如何传播完美的烤面包” 视频。 这个带有辅助抵押品的新闻故事被卖给了国家印刷、广播和在线媒体，而视频被放在 YouTube 上，并通过沃伯顿的 Facebook 和推特账户宣布, 来引起社交媒体的轰动。 形势 沃伯顿是第五代家庭面包师，既是英国最大的面包店品牌，也是仅次于可口可乐的第二大食品杂货品牌。 为了帮助宣传面包店和沃伯顿是早餐的首选，该活动需要将沃伯顿与早餐联系起来，并在做出早餐购买决策时将其放在消费者的最前沿。 战略 为了确定一个有助于将沃伯顿与早餐联系起来的战术想法，首先通过研究确定早餐场合的消费者需求是至关重要的 -- 然后找到解决问题的方法, 有一个策略，将在传统的工作 (印刷，广泛演员和在线) 和社交媒体。所有的同时产生真正的 talkability。 这项活动最终需要将研究和洞察力与一个有趣的想法结合起来，这个想法可以提供巨大的媒体吸引力 -- 因为沃伯顿是一家有着 135 多年历史的公司, 它还需要 “前瞻性思考” 和创新，确保品牌与现代早餐体验相关联。
TOASTIE KNIFE
案例简介：Describe the campaign/entry Challenge: by 2012, the Great British Breakfast had changed beyond recognition - and understanding this change was vital to Warburtons, the UK’s #1 Bakery brand and a family owned business with long-standing commitment to meeting families’ needs; the challenge was to associate Warburtons with Breakfast, as part of a nationwide PR campaign. Objectives: demonstrate understanding of the needs of the modern British family and associate the brand with Breakfast. Strategy: commission independent research to understand the Great British Breakfast occasion - and identify PR opportunities to position Warburtons as a forward thinking breakfast brand. Execution to outcome: the report covered all aspects of breakfast - media consumption, preferred foods, regional nuances and challenges consumers face in relation to breakfast. One key finding was that Brits find spreading cold butter straight from the fridge onto toast one of their biggest breakfast frustrations. And as baker of the UK’s number one selling loaf, 'Toastie', Warburtons felt compelled to help solve this frustration by creating Warburtons Toastie Knife, a one-off branded prototype butter knife with heated, battery-powered element operating at 48ºC, the optimum temperature to soften butter - and launched it via traditional and social media, with supporting infographic, YouTube video and ‘#toastieknife’ hashtag. The result: the nation talking about Warburtons in relation to breakfast, through national print, online and broadcast coverage, in-depth online and social media conversation, and global interest. Warburtons senior brand manager: "Toastie Knife achieved the PR Holy Grail: getting people talking about our brand and products in general conversation." Describe the brief from the client Real consumer insight was required to develop a campaign that would resonate with consumers, generate word of mouth, ‘own’ the breakfast occasion on a national scale, targeting in particular two target audience groups: 1. ‘Bakery Bunch’: mass market mums aged 35-44 (social media is a key element in their lives) 2. ‘Wholesome Hearties’: empty nesters aged 45+ Results Results: 88 x branded news/feature items (100% positive) across all UK media; estimated 10,000 Twitter reach, 31,000 Facebook reach, estimated 20,000 Google+ reach; 100,000+ YouTube Views in seven days: www.youtube.com/watch?v=9E_DDsZ8bEM Campaign = 8:1 ROI (187m reach). Subsequent independent research: 59% of respondents agreed more that Warburtons "is an innovative brand", 57% agreed more that Warburtons "responds to customers' needs". Warburtons contacted by Madridfusion International Gastronomy summit organisers to announce it had won ‘design and technical innovation’ award. Warburtons senior brand manager: "Toastie Knife achieved the PR Holy Grail: getting people talking about our brand and products in general conversation." Marketing magazine published its iProspect Engagement Index (how much consumers interact with brands on Facebook) for the activity period: Warburtons scored 9.1%, indicating around one in 10 actively responded in previous week - making Warburtons THIRD most engaged-with brand among UK Facebook users. Warburtons is considering taking Toastie Knife to market. Execution Independent research of 2,753 adults was conducted in March 2012, which was collated with insight from Kantar, Nielson and Him! data. This research was then used to create The Warburtons Great British Breakfast Report, an eight-page hardcopy report. The big idea: Warburtons Toastie Knife - the world’s first heated butter knife, with battery-operated element. The name itself was picked to provide product association, as ‘Toastie Loaf’ is the UK’s number one selling bread. A specialist agency was selected to produce a branded prototype, while supporting media collateral was created including press release, lifestyle photography, infographic, ‘#toastieknife’ hashtag and 90-second ‘How to spread the perfect slice of toast’ video. The news story, with supporting collateral, was sold into national print, broadcast and online media - while the video was placed on YouTube and announced via Warburtons Facebook and Twitter accounts, to generate social media buzz. The Situation Warburtons is a fifth-generation family baker, and both the UK’s largest bakery brand and second biggest grocery brand, after Coca-Cola. To help promote Bakery - and Warburtons - as first choice at breakfast, the campaign needed to associate Warburtons with breakfast AND place it at the forefront of consumers’ minds when making breakfast purchasing decisions. The Strategy To identify a tactical idea to help associate Warburtons with breakfast, it was vital to first identify a consumer need within the breakfast occasion via research - and then create a solution to the problem, with a tactic that would work in both traditional (print, broadcast and online) and social media. And all the while generate real talkability. The activity ultimately needed to combine research and insight with a fun idea which could provide great media appeal - and as Warburtons is a company steeped in over 135 years of history, it also needed to be ‘forward thinking’ and innovative, ensuring the brand was associated with the modern breakfast experience.
TOASTIE 刀
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TOASTIE KNIFE
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